The Sign Effect: New Survey Reveals 84% of Consumers Say Signage Directly Influences Their Purchase Decisions

Business signage can directly influence whether consumers notice, trust and purchase from a company, according to a new national survey conducted by The Harris Poll on behalf of Signarama®, the world’s leading sign franchise.

It's Signarama’s 40th anniversary, making it the perfect occasion to share new insights into how business signage shapes consumer perceptions and purchasing decisions. The survey found that 84% of Americans say signage impacts their decision to purchase from a business, while 39% have entered a business solely because of its sign.

Signarama commissioned the survey to commemorate its 40th anniversary. The research examines how business signage influences first impressions, brand recognition, trust and purchasing decisions. Although signage has evolved significantly over the past four decades, consumers continue to value the fundamentals: signs that are clear, visible, attractive and professionally designed.

The survey of more than 2,000 U.S. adults found that 91% of Americans say an easy-to-read font is important when deciding whether to shop at a business. Nearly 9 in 10 say the quality of a business’s sign and its visibility from the street are important (89% each), while 84% say an attractive sign matters.

“Over the past 40 years, Signarama has seen firsthand how signage has evolved, from traditional storefront signs and handcrafted graphics to digital displays, LED technology and increasingly intelligent solutions,” said A.J. Titus, president of Signarama. “While the tools and technologies have changed, the purpose of a great sign has remained the same: help businesses get noticed, communicate clearly and make a strong first impression. This research reinforces that the fundamentals of effective signage — quality, visibility and thoughtful design — are just as important today as they were when Signarama opened its doors.”

How Does Signage Influence Consumer Perceptions and Purchasing Decisions?

The Signarama survey found that business signage can have a significant impact on brand recognition, professionalism, customer trust and purchasing behavior:

• 93% say a business’s signage impacts whether they remember the business
• 91% say signage impacts a business’s ability to stand out from competitors
• 90% say signage impacts whether they view a business as professional or high-quality
• 84% say signage impacts their decision to purchase from a business
• 82% say signage impacts their trust in a business

Signage can also directly influence customer behavior. Nearly 4 in 10 Americans, or 39%, say they have entered a business solely because of its sign. More than one-quarter, or 26%, say a business’s signage has directly encouraged them to recommend the business to others.

Conversely, poor signage can create obstacles for potential customers. The survey found that 41% of Americans have been unable to locate a business because its sign was difficult to read, while 17% have chosen not to enter a business because of its sign.

“Every sign is an opportunity for a business to communicate who it is and what customers can expect,” Titus said. “For many businesses, signage is the first point of contact with a potential customer. It can build recognition and confidence before someone ever walks through the door.”

Are Storefront Signs Still Effective at Attracting Customers?

Despite the growth of digital and interactive signage, traditional storefront signs continue to play a central role in shaping consumer perceptions and attracting customers.

Nearly two-thirds of Americans, or 63%, say a main storefront sign is among the types of signage most likely to catch their attention when noticing a business for the first time. Storefront signs also ranked as the most effective signage format for:

• Attracting consumers’ attention
• Making a business appear professional
• Helping consumers locate a business
• Encouraging customers to enter
• Helping consumers remember the business later

The findings demonstrate the long-term value of a strong physical business presence, even as consumer expectations and communication technologies continue to evolve.

How Is Technology Changing Business Signage?

Over Signarama’s 40-year history, new technologies have expanded the ways businesses can use signage to connect with customers. Today, digital displays, LED technology, interactive experiences and AI-integrated solutions are creating new opportunities for businesses to personalize content, communicate more effectively and capture attention.

Consumers recognize the value of these innovations. The survey found that 74% of Americans agree recent sign innovations enhance the way businesses communicate with potential customers, while 73% agree these innovations make businesses more effective at capturing attention.

At the same time, the research suggests that signage innovation works best when paired with thoughtful design. Nearly 8 in 10 Americans, or 79%, agree that businesses with too many signs can create confusion, while 75% say chaotic or difficult-to-read signs make a business appear less credible.

“The future of signage is not about choosing between traditional and digital solutions,” Titus said. “It is about using the right combination of tools to help each business communicate more effectively. As we celebrate 40 years, we’re proud of the role Signarama has played in helping businesses evolve, and we’re excited about the opportunities ahead.”

Throughout its anniversary year, Signarama will celebrate its history, franchise network and the continued evolution of the signage industry while highlighting how effective signage helps businesses strengthen their brands, connect with customers and grow.